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and in central and south america. >> reporter: he believes that americans will be willing to pay more for chocolate if they know that in turn impoverished farmers will earn more. of all places, why congo? >> why congo? well, it was really ben affleck's fault. >> reporter: yes, that ben affleck. >> like this? that's well fermted. this isn't. >> reporter: earlier this year, we joined ben affleck and joe on a trip to the d.r.c., cocoa can only grow within a narrow climate zone close to the equator. in 2009 affleck started a charity called eastern congo initiative to spur economic development in this war-torn region. five million people have died here due to decades of conflict. >> as i was reading, i just sort of stumbled upon some of these statistics. i was struck not only by the numbers but by the fact that i hadn't heard about it. >> reporter: so affleck decided to use his celebrity as a sort of currency to attract investment. he led a small group of philanthropists, protected by armed guards, through jungles where cocoa trees thrive. and farmers struggle. >> the cocoa industry here h
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